SUSTAINABLE FASHION?

Talking about sustainable fashion may seem like a utopia but it is no longer the case. Today, it is a reality and a choice that an increasing number of companies have decided to embrace.

Just as terms such as "organic" and "slow food" have become part of the everyday vocabulary of the food sector to the extent that we no longer talk about trends but real eating habits, in the same way the fashion world is seeing changes. The focus on the origin of products, corporate ethics and sustainability is also increasing in the clothing industry, where clothing not only includes garments but also shoes, bags and accessories.

In fact, the fashion industry is one of the most widespread in the world and is also one of the most harmful to our planet. Some estimates show that it is responsible for 10% of global CO2 emissions and 20% of industrial wastewater.

It therefore has a huge impact on the natural environment, which is, after all, the driving force behind everything. What would the clothing industry be without cotton, linen and silk fibres? Consumers are shouting out the answer and demanding more and more transparency in terms of production from companies.

Hence, what seemed to be a niche market until a few years ago can now play a vital role in achieving a sustainable future, which even drives other kinds of markets. Furthermore, the role of industry will have to change and increasingly adapt to the lack of resources.

Nowadays, we are all accustomed to cheap clothes and shoes, which all too often end up at rubbish tips without being adequately exploited. The average consumer now buys 60% more clothes than 20 years ago.

In this way, while natural resources are being depleted and the population is constantly increasing,
the future presents many challenges for the global fashion industry.
If we continue at this rate, we will not be able to sustain the cycle of carefree consumption as we know it today.

Companies all around the globe, from the largest to the smallest, are therefore trying to steer a path towards more sustainable fashion,
which is more environmentally focused and teaches us to recycle, thus ensuring, above all, transparency for customers.

While some world-leading brands are gradually including the professional figure
of the Chief Sustainability Officer in their companies, who develops and plans initiatives related to sustainability,
in the same way smaller and medium-sized companies are increasingly focusing
on projects that promote recycling and environmental awareness,
such as the "Zero Impact®" project and the "Il Giardino di Betty" project by Ecosport.

These are small steps to be taken together, by companies and customers, in the hope that in the not too distant future
the term "sustainable” will become superfluous, as it will be synonymous with fashion.

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